Are you tired of wasting ink, expensive card stock, and your precious time? I was sick of giving out the cheap looking business cards that always seemed a little bit out of alignment. Finally, I found a company that will give you free business cards.
All you have to do is use their templates, either with or without your own graphics, and they print it and make it perfect. Then you sit back and reap the rewards of professional looking business cards for the low cost of shipping. If you want to print them yourself, you can do that too.
You might want to try them out first and see how good of a job they do, or you may want to go all out and have custom business cards, magnets, and notepads delivered directly to your door. All you have to do is go to the site and use the business card template which will allow you to print them or order them as needed.
Nothing says how professional you are like your own unique business card that helps you stand out from all the "other guys". Now you can make your business card reflect what kind of business you run. Not the average run of the mill black and white card with no personality but a colorful, professional, and eye-catching business card that doesn't cost you your first-born.
In addition to the money you save over having someone else design your new cards, you'll be secure in knowing that all of your business information will be correct. You put in the information you want known and then verify it so your name, business name, and contact information will all be right at your potential client's fingertips.
If you do use the free business card template make sure you only set your printer to print one sheet the first time so that you do not waste any of the precious card stock or ink in case you have to adjust alignment. Choose good card stock so that your contacts remember you and not how cheap and unappealing your card was. Also, remember not to use strange, small, or hard to read fonts on your business cards that might make your contact information difficult to decipher. Finally, make sure you have plenty of the correct ink in your printer, and extra ink available so that your cards don't have odd or faint printing on them. No one has to know that either you made your own cards or that you got your business cards for free.
Tuesday, May 29, 2007
Diversify - Diversify - Diversify
Diversifying is no longer a financial term. It can be applied to many avenues. However, it seems so relevant in the fashion world today. Brands are beginning to extend their reach. They are no longer focusing on designing one or two kinds of items. The mission of many brands is to become a lifestyle brand.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Exclusive or Inclusive, Which Jeopardizes the Brand?
It has become a growing trend for high-end famous designers to partner with mass-market retailers. We’ve seen it with Karl Lagerfeld and H & M, last season’s partnership with Viktor & Rolf and H&M, and most recently Proenza Schouler and Target. These partnerships have been very lucrative for both sides. One could even argue that the mass-market retailers might be getting more out of the deal.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Logos - A Thing Of the Past?
Designers seem to be scaling back on the ‘in your face’ logo bags. There is so much one can do to a bag besides add a handle and a zipper. Designers are stretching their creative muscles and reaching for individuality.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Web Branding - Bottled Rainforest
Have you ever been around a poet that knows so much poetry by heart that they annoy you every time the subject of poetry comes up? They are passionate about their love for poetry and are emotional as they explain the complexity of the poems they recite.
Certainly you have heard techno-geeks spouting off the specifications for the latest computer gadget, software program of external device. They know computers and computer language seeps from them unbidden.
These people are enthusiastic about the things they love. Their passion is brought to a laser focus as they allow what they know to permeate their life and lifestyle.
Believe it or not, this is exactly how you should be in relation to your business. You web branding is a direct result of how intimately acquainted you are with your online business. The more you know about your business, and the more clearly you have defined the facets of the passion of your business the better you will be at web branding.
Web branding isn’t simply developing a slogan, it’s understanding your business so well that you can help your website breathe the same air as your business. Web branding provides the glue you need to not only put your online business together, but to keep it together.
When we get married we want to learn as much about our spouse as we can. We want to learn what makes them happy, what topics should be avoided and how to best serve their interests. As odd as it may sound this is the premise of web branding. The only difference is in marriage you may keep certain things between you and your spouse whereas in web branding you take everything you’ve learned about your business and help online consumers catch a vision for what you do and who you are.
You may need to look at your business more as the culmination of a love story and less as a manual for operating your DVD player. The difference is based in emotion.
Marketing your website may require calculated non-emotive strategies, but web branding requires you to become involved in learning to express who you are as a business and allow emotion to be a driving force in the casting of your vision.
I came across a bottled water company recently that is involved in saving the rainforest. Part of their branding is that they don’t just sell water they are able to preserve 90 square feet of rainforest with every bottle of their water sold. They know that not everyone is interested in saving the rainforest, but the branding helps set them apart from every other water bottler. They have expressed passion in their branding.
Certainly you have heard techno-geeks spouting off the specifications for the latest computer gadget, software program of external device. They know computers and computer language seeps from them unbidden.
These people are enthusiastic about the things they love. Their passion is brought to a laser focus as they allow what they know to permeate their life and lifestyle.
Believe it or not, this is exactly how you should be in relation to your business. You web branding is a direct result of how intimately acquainted you are with your online business. The more you know about your business, and the more clearly you have defined the facets of the passion of your business the better you will be at web branding.
Web branding isn’t simply developing a slogan, it’s understanding your business so well that you can help your website breathe the same air as your business. Web branding provides the glue you need to not only put your online business together, but to keep it together.
When we get married we want to learn as much about our spouse as we can. We want to learn what makes them happy, what topics should be avoided and how to best serve their interests. As odd as it may sound this is the premise of web branding. The only difference is in marriage you may keep certain things between you and your spouse whereas in web branding you take everything you’ve learned about your business and help online consumers catch a vision for what you do and who you are.
You may need to look at your business more as the culmination of a love story and less as a manual for operating your DVD player. The difference is based in emotion.
Marketing your website may require calculated non-emotive strategies, but web branding requires you to become involved in learning to express who you are as a business and allow emotion to be a driving force in the casting of your vision.
I came across a bottled water company recently that is involved in saving the rainforest. Part of their branding is that they don’t just sell water they are able to preserve 90 square feet of rainforest with every bottle of their water sold. They know that not everyone is interested in saving the rainforest, but the branding helps set them apart from every other water bottler. They have expressed passion in their branding.
Branding and Marketing-Things Sure Have Changed
Branding and marketing is a huge field with many devoted fans and as many reluctant participants. One thing for sure, in branding and marketing--things sure have changed. One of the things most dramatically altering the face of branding and marketing is blogging.
A blog, or weblog, is a regularly updated journal published on the web. (Technorati) And, according to Technorati, (a site that tracks links and website updates to the tune of tens of thousands of updates every hour) there are over 175,000 new blogs every day. Bloggers regularly update their blogs with over 1.6 million posts per day, or over 18 updates a second.
Blogging is a social medium, meaning that it is a living entity seeking interaction with others. Blogging is powerful because it has a low barrier to entry, both in technical skills and in credentials—you don’t need to be a professional writer or a techno geek to be able to create a blog. Basically, if you feel passionate about a topic and are ready to write about it on a regular basis, you can host a blog.
As a blogging community grows, and ideas, links and information are shared, a blog can take on a life of its own, capable of garnering a large, devoted, passionate and therefore powerful audience. As word of mouth and viral marketing techniques are overtaking traditional print, advertisers have jumped on board. Some sites allow or encourage advertising on their blogs, others wouldn’t even consider it—but advertising aside, a mere mention of something on a popular blog can literally drive hordes of people to check something out on a website, store or online video.
Why has blogging become so powerful? A blog is powerful because it has the ability to connect millions of people around the world, instantly sharing ideas and commentary.
People want to speak the truth and let their guard down, and people want to connect with others who do the same. Opinion rules in today’s marketing -- This is never so true as it is in the new world of Internet 2.0 and in the unconventional ways that people are connecting. The old adage was, People want to do business with those they know. The new adage is more like--People want to do business with someone that someone knows (and has connected with and had a good experience with).
Traditional business maintains that wall of authority-speak and formalizes the once-removed technique of communication. In traditional marketing, the formal was cultivated and informal was removed. You believed something because someone in authority (or popularity) told you it was so. So, while it is important that those in command have credentials in order to be trusted, it is the world of opinion based upon experience with a brand that drives credibility.
Blogging has changed the face of the internet, and therefore marketing and branding. It is changing marketing and branding from a static message to a dynamic and fast-paced interchange.
A blog, or weblog, is a regularly updated journal published on the web. (Technorati) And, according to Technorati, (a site that tracks links and website updates to the tune of tens of thousands of updates every hour) there are over 175,000 new blogs every day. Bloggers regularly update their blogs with over 1.6 million posts per day, or over 18 updates a second.
Blogging is a social medium, meaning that it is a living entity seeking interaction with others. Blogging is powerful because it has a low barrier to entry, both in technical skills and in credentials—you don’t need to be a professional writer or a techno geek to be able to create a blog. Basically, if you feel passionate about a topic and are ready to write about it on a regular basis, you can host a blog.
As a blogging community grows, and ideas, links and information are shared, a blog can take on a life of its own, capable of garnering a large, devoted, passionate and therefore powerful audience. As word of mouth and viral marketing techniques are overtaking traditional print, advertisers have jumped on board. Some sites allow or encourage advertising on their blogs, others wouldn’t even consider it—but advertising aside, a mere mention of something on a popular blog can literally drive hordes of people to check something out on a website, store or online video.
Why has blogging become so powerful? A blog is powerful because it has the ability to connect millions of people around the world, instantly sharing ideas and commentary.
People want to speak the truth and let their guard down, and people want to connect with others who do the same. Opinion rules in today’s marketing -- This is never so true as it is in the new world of Internet 2.0 and in the unconventional ways that people are connecting. The old adage was, People want to do business with those they know. The new adage is more like--People want to do business with someone that someone knows (and has connected with and had a good experience with).
Traditional business maintains that wall of authority-speak and formalizes the once-removed technique of communication. In traditional marketing, the formal was cultivated and informal was removed. You believed something because someone in authority (or popularity) told you it was so. So, while it is important that those in command have credentials in order to be trusted, it is the world of opinion based upon experience with a brand that drives credibility.
Blogging has changed the face of the internet, and therefore marketing and branding. It is changing marketing and branding from a static message to a dynamic and fast-paced interchange.
Friday, May 25, 2007
Who Are You? What Do You Do? (And Does Anyone else Know?)
Who are you?
What do you do?
What phrase or few words do others use when they describe you and your business to others? Is this different or the same no matter who is doing the describing (you mom says pretty much the same thing as your insurance broker?)
We're talking here about your unique brand Because people don't really buy a product or service, they buy you. So your brand better make sense and be easy to understand and buy. That's not to say you can't highlight different areas of expertise to different groups - but ultimately - you want everyone to walk away with the overall same impression of you and your business time after time.
I've got a friend who is a master at creating his brand. At just 32 years old, he's started a number of businesses in a few different fields. The reason, at least in part, that they are successful is because people believe in him. His brand suits him well. He's a young serial-entrepreneur who's eager to meet new people and learn new things and he's consistently the same each and every time you meet him. Not in a bad, boring way, but in a fun, cool, "I want more of that energy" way. He's equally excited about whatever you're working on as he is about what he's working on.
Think about the things you buy each week. Whether it's an actual product or a service, chances are you have an expectation about what you're getting based on the brand. Would you keep hiring the same person to clean your house if every week after they'd left you found a different area that they'd forgotten? One week they forget to take out the trash, another week they don't mop the kitchen floor, etc. Instead you're going to hire someone who delivers the same level of service each and every time.
Your brand is your bread and butter. No matter what business you're in, you're in the business of building your brand so you might as well get used to it - if you're not cultivating your image you have no control over what people are saying about you!
Here are some tips to keep in mind as you cultivate your personal brand:
Be Consistent. Be impeccable with you brand by being consistent in what you deliver. Your image should always be consistent so that no matter who you meet, or where, you're sending the same positive message. Your brand consistency combines your business message as well as your personal message. Alexandria Brown, the E-zine Queen is consistently branded as the super-fun, super-focused-California entrepreneur. Take a few minutes and jot down the things you want to be 'known' for, don't be afraid to include you in this message.
Be Focused. Rather than trying to be everything to everyone, make sure you're sending a focused message. Consistently. Find ways to stand out as the expert in your field and make sure it meshes with your personal beliefs. If you want to be the "outgoing community organizer" then find outgoing ways to provide community organizational skills. You'll be the go-to gal (or guy) in no time.
Be Credible. A brand is no good if you're not credible. You've got to be able to deliver on your promises. If you're creating the brand of "Fun Financial Planner," it stands to reason that you ought to be fun to be around, but that you also really have to have a handle on financial planning.Spend the next few days getting clear with what your brand is and what you want it to be. Make sure it "clicks" with your mission statement and take steps to ensure that you're consistently focusing on delivering your brand's promises every day.
What do you do?
What phrase or few words do others use when they describe you and your business to others? Is this different or the same no matter who is doing the describing (you mom says pretty much the same thing as your insurance broker?)
We're talking here about your unique brand Because people don't really buy a product or service, they buy you. So your brand better make sense and be easy to understand and buy. That's not to say you can't highlight different areas of expertise to different groups - but ultimately - you want everyone to walk away with the overall same impression of you and your business time after time.
I've got a friend who is a master at creating his brand. At just 32 years old, he's started a number of businesses in a few different fields. The reason, at least in part, that they are successful is because people believe in him. His brand suits him well. He's a young serial-entrepreneur who's eager to meet new people and learn new things and he's consistently the same each and every time you meet him. Not in a bad, boring way, but in a fun, cool, "I want more of that energy" way. He's equally excited about whatever you're working on as he is about what he's working on.
Think about the things you buy each week. Whether it's an actual product or a service, chances are you have an expectation about what you're getting based on the brand. Would you keep hiring the same person to clean your house if every week after they'd left you found a different area that they'd forgotten? One week they forget to take out the trash, another week they don't mop the kitchen floor, etc. Instead you're going to hire someone who delivers the same level of service each and every time.
Your brand is your bread and butter. No matter what business you're in, you're in the business of building your brand so you might as well get used to it - if you're not cultivating your image you have no control over what people are saying about you!
Here are some tips to keep in mind as you cultivate your personal brand:
Be Consistent. Be impeccable with you brand by being consistent in what you deliver. Your image should always be consistent so that no matter who you meet, or where, you're sending the same positive message. Your brand consistency combines your business message as well as your personal message. Alexandria Brown, the E-zine Queen is consistently branded as the super-fun, super-focused-California entrepreneur. Take a few minutes and jot down the things you want to be 'known' for, don't be afraid to include you in this message.
Be Focused. Rather than trying to be everything to everyone, make sure you're sending a focused message. Consistently. Find ways to stand out as the expert in your field and make sure it meshes with your personal beliefs. If you want to be the "outgoing community organizer" then find outgoing ways to provide community organizational skills. You'll be the go-to gal (or guy) in no time.
Be Credible. A brand is no good if you're not credible. You've got to be able to deliver on your promises. If you're creating the brand of "Fun Financial Planner," it stands to reason that you ought to be fun to be around, but that you also really have to have a handle on financial planning.Spend the next few days getting clear with what your brand is and what you want it to be. Make sure it "clicks" with your mission statement and take steps to ensure that you're consistently focusing on delivering your brand's promises every day.
Corporate Gifts Offer Great ROI
How do you make the most of your marketing budget? Any marketer will tell you that the key to getting the most mileage of your finances is to choose activities that offer high ROI value. A corporate gift-giving program offers excellent ROI in many different avenues on the marketing spectrum. For just a bit of pocket change, you can catch the attention of your best prospects, woo them to visit you at a trade-show booth, keep yourself in the forefront of their minds, trade on their loyalty and turn them into adverts for your services. All it takes is a little planning and foresight, and some insight into the type of gifts that will grow legs and run for your business.
Obviously, gift-giving is no substitute for offering excellent service and quality products, but when you make corporate gift-giving a part of your marketing tool chest, you’re showing that you understand your clients and have their interests in mind. Here are five times in the business relationship when the right corporate gift – and presentation – can help your company score big on memorability points.
1. Introduction Introduce yourself in style with a classic, useful gift to hook your potential client’s attention. Marketing a new product – or an old product to a new market – calls for special tactics. An eye-catching promotional gift can be just the ticket to arouse interest and spark curiosity about your product or services. Choose a corporate gift that accents or highlights the advantages of doing business with you, and makes it easy for your prospects to remember your name and contact info.
2. Trade Show GiveawaysTrade shows and conventions are ideal opportunities to market your company – but you’re not the only one wooing your potential customers. It’s easy to be forgotten in the mélange of information that attendees will be gathering. The solution? Offer a takeaway that your new contacts will take home and use every day. In fact, offer a range of takeaway gifts based on the commitment of time that your prospects make. You might offer an inexpensive key ring to anyone who stops by your booth, a mid-range emblazoned pen for those who sign up to your mailing list and an eye-catching USB flash drive to those who sit for a half hour presentation of your products and make an appointment for follow-up contact.
3. Holiday Gift GivingHolidays offer an excellent chance to stand out above the competition. Choose classy classic or contemporary gifts that tell your customers how much you value their business. At holidays, the most appreciated holiday gifts are those that are not perceived as promotional marketing materials. One rather unique corporate gift idea - paired red and white wines with a bespoke customized label branded with your product or company name.
4. Thank You GiftsFollow up on a sales appointment or a big sale with a “thank you for your time” gift. Corporate thank you gifts are a great way to show appreciation and cement relationships with key customers. Choose something functional that your customer will use often, and you’ll get the added bonus of extra advertising when he or she flashes your name on a pen, business card holder or carry bag.
5. Employee RecognitionNot your employees – your customer’s. Busy executives often rely on the judgment and advice of their secretaries and executive assistants. Acknowledge them with a gift that makes their job easier or more fun, like this novelty computer mouse with little floating ducks, fishes or custom shapes.
Obviously, gift-giving is no substitute for offering excellent service and quality products, but when you make corporate gift-giving a part of your marketing tool chest, you’re showing that you understand your clients and have their interests in mind. Here are five times in the business relationship when the right corporate gift – and presentation – can help your company score big on memorability points.
1. Introduction Introduce yourself in style with a classic, useful gift to hook your potential client’s attention. Marketing a new product – or an old product to a new market – calls for special tactics. An eye-catching promotional gift can be just the ticket to arouse interest and spark curiosity about your product or services. Choose a corporate gift that accents or highlights the advantages of doing business with you, and makes it easy for your prospects to remember your name and contact info.
2. Trade Show GiveawaysTrade shows and conventions are ideal opportunities to market your company – but you’re not the only one wooing your potential customers. It’s easy to be forgotten in the mélange of information that attendees will be gathering. The solution? Offer a takeaway that your new contacts will take home and use every day. In fact, offer a range of takeaway gifts based on the commitment of time that your prospects make. You might offer an inexpensive key ring to anyone who stops by your booth, a mid-range emblazoned pen for those who sign up to your mailing list and an eye-catching USB flash drive to those who sit for a half hour presentation of your products and make an appointment for follow-up contact.
3. Holiday Gift GivingHolidays offer an excellent chance to stand out above the competition. Choose classy classic or contemporary gifts that tell your customers how much you value their business. At holidays, the most appreciated holiday gifts are those that are not perceived as promotional marketing materials. One rather unique corporate gift idea - paired red and white wines with a bespoke customized label branded with your product or company name.
4. Thank You GiftsFollow up on a sales appointment or a big sale with a “thank you for your time” gift. Corporate thank you gifts are a great way to show appreciation and cement relationships with key customers. Choose something functional that your customer will use often, and you’ll get the added bonus of extra advertising when he or she flashes your name on a pen, business card holder or carry bag.
5. Employee RecognitionNot your employees – your customer’s. Busy executives often rely on the judgment and advice of their secretaries and executive assistants. Acknowledge them with a gift that makes their job easier or more fun, like this novelty computer mouse with little floating ducks, fishes or custom shapes.
Will You Survive the NEW Competition? Four Ways to Win Customers Every Time
[NOTE: Some words in this article may have been disguised to avoid triggering sp*m filters.]
There I said it — the dreaded “C” word. Most people fall into one of three reactions when they think about facing competition: 10% of them go weak in the knees and would rather pretend it didn’t exist, 10% relish competition like it was an ice cream sundae, take a spoon and run with it, and the remaining 80% well… they’re in the middle unsure which way to go. They wait for something to happen —something outside of themselves to cause them to stand up and win or lie down and let the prize pass them by. Where do you fall when it comes to competition?
The dictionary defines competition as:
• the activity of doing something with the goal of outperforming others
• an activity in which people try to do something better than others or win
Someone great once said, “competition breeds excellence” — yelled by athletic coaches everywhere across the world. I’m sure Darwin would agree, saying it’s the building bock of his “survival of the fittest”. So where does this consumer contest really fit into your world as an entrepreneur or small business owner? The answer is —everywhere. And it’s also nowhere — depending on how you play it. In fact “the game” just got even better!
We’ve just transitioned into a new paradigm of business and the global society is still getting its footing.
In the past two decades, we have been moving from the “industrial age” (driven by productivity and machines), through the “post-industrial age”, and we are now firmly in the “information age” (driven by information and individuals). Again, the “information age” is driven by individuals.
This means YOU.
Please don’t disconnect when you read “global society” just because you work for yourself and your market may be your zip code. You ARE a part of the global society, especially in this information age. Thanks to the global connection of the Internet you have just as much “reach” power as any company, corporation, or even government out there. You just haven’t been shown how to speak as loud… yet.
The “information age” has leveled the playing field so that any business (or any person in business) can be as powerful as another. Never in history has the field been so open — possibilities so endless. The catch is: it’s equally great for you as the “you” anywhere else in the world. You are competing with every other business, large or small. In the minds of consumers it’s the same.
A recent study of Advertising and Consumption revealed that “on average, customers receive 230 marketing images every day.” That’s every SINGLE DAY!
That’s a lot of choice thrown at consumers every single day. It’s also a lot of noise. Your customers do what you do. They filter it all out. And only the products or services that really connect to them, through their mind and their heart, ever get to their wallet.
To make sure you grasp in the power of this, please say the next line out loud so that you truly take it to heart - “MY COMPETITION IS EVERY ONE.”
It also means that everyone is a potential customer as well.
Incorporating the theory of Unified Conscious Development, the foundational philosophy of BrandU®, there are 4 things you can do to win customers every time.
1. Know why you do your business and fly it up the flag pole. As a result of marketing overwhelm, consumers crave a deeper reason to buy something. Your “why” should be so charged with power that it breaks through the noise and gives them a deeper reason.
2. Put knowledge on a throne. We’re in the information age. Knowledge is king — it’s more important than any product or service you can ever offer! When you adjust your mindset to this understanding, there is no end to how you can differentiate yourself from the rest. Just remember, your competition can do this too.
3. Give your business a place to live. Not an actual address — a structure. You absolutely must create systems for every aspect of your business or it will explode, or more likely, implode. You need solid processes that you can rely on to give you solid information so that you can chose instead of react. You live in a home for a reason. It gives you shelter, security and a sense of order. Your business needs this structure as well to function, communicate and thrive.
4. Surround yourself in a like community and serve it. Nothing is ever won alone. Although cyclist Lance Armstrong won the Tour de France seven times, he did so with the aid of the other twelve riders on his team, as well as dozens of specialists who prepared him for excellence. Think of both your staff/vendors and your customers as your team. One reason why QVC (the #1 TV shopping Network) says their “sales increased 14% every year since 1996” is that they are building a relationship with customers, not just selling to them. You can ensure that customers buy what you sell if you make sure your business constantly impacts their lives.
By making these fours shifts in the way you approach your business, you can be a vital and successful part of the changing currents of business.
There I said it — the dreaded “C” word. Most people fall into one of three reactions when they think about facing competition: 10% of them go weak in the knees and would rather pretend it didn’t exist, 10% relish competition like it was an ice cream sundae, take a spoon and run with it, and the remaining 80% well… they’re in the middle unsure which way to go. They wait for something to happen —something outside of themselves to cause them to stand up and win or lie down and let the prize pass them by. Where do you fall when it comes to competition?
The dictionary defines competition as:
• the activity of doing something with the goal of outperforming others
• an activity in which people try to do something better than others or win
Someone great once said, “competition breeds excellence” — yelled by athletic coaches everywhere across the world. I’m sure Darwin would agree, saying it’s the building bock of his “survival of the fittest”. So where does this consumer contest really fit into your world as an entrepreneur or small business owner? The answer is —everywhere. And it’s also nowhere — depending on how you play it. In fact “the game” just got even better!
We’ve just transitioned into a new paradigm of business and the global society is still getting its footing.
In the past two decades, we have been moving from the “industrial age” (driven by productivity and machines), through the “post-industrial age”, and we are now firmly in the “information age” (driven by information and individuals). Again, the “information age” is driven by individuals.
This means YOU.
Please don’t disconnect when you read “global society” just because you work for yourself and your market may be your zip code. You ARE a part of the global society, especially in this information age. Thanks to the global connection of the Internet you have just as much “reach” power as any company, corporation, or even government out there. You just haven’t been shown how to speak as loud… yet.
The “information age” has leveled the playing field so that any business (or any person in business) can be as powerful as another. Never in history has the field been so open — possibilities so endless. The catch is: it’s equally great for you as the “you” anywhere else in the world. You are competing with every other business, large or small. In the minds of consumers it’s the same.
A recent study of Advertising and Consumption revealed that “on average, customers receive 230 marketing images every day.” That’s every SINGLE DAY!
That’s a lot of choice thrown at consumers every single day. It’s also a lot of noise. Your customers do what you do. They filter it all out. And only the products or services that really connect to them, through their mind and their heart, ever get to their wallet.
To make sure you grasp in the power of this, please say the next line out loud so that you truly take it to heart - “MY COMPETITION IS EVERY ONE.”
It also means that everyone is a potential customer as well.
Incorporating the theory of Unified Conscious Development, the foundational philosophy of BrandU®, there are 4 things you can do to win customers every time.
1. Know why you do your business and fly it up the flag pole. As a result of marketing overwhelm, consumers crave a deeper reason to buy something. Your “why” should be so charged with power that it breaks through the noise and gives them a deeper reason.
2. Put knowledge on a throne. We’re in the information age. Knowledge is king — it’s more important than any product or service you can ever offer! When you adjust your mindset to this understanding, there is no end to how you can differentiate yourself from the rest. Just remember, your competition can do this too.
3. Give your business a place to live. Not an actual address — a structure. You absolutely must create systems for every aspect of your business or it will explode, or more likely, implode. You need solid processes that you can rely on to give you solid information so that you can chose instead of react. You live in a home for a reason. It gives you shelter, security and a sense of order. Your business needs this structure as well to function, communicate and thrive.
4. Surround yourself in a like community and serve it. Nothing is ever won alone. Although cyclist Lance Armstrong won the Tour de France seven times, he did so with the aid of the other twelve riders on his team, as well as dozens of specialists who prepared him for excellence. Think of both your staff/vendors and your customers as your team. One reason why QVC (the #1 TV shopping Network) says their “sales increased 14% every year since 1996” is that they are building a relationship with customers, not just selling to them. You can ensure that customers buy what you sell if you make sure your business constantly impacts their lives.
By making these fours shifts in the way you approach your business, you can be a vital and successful part of the changing currents of business.
Printable Business Cards for Your New Business
Are you tired of wasting ink, expensive card stock, and your precious time? I was sick of giving out the cheap looking business cards that always seemed a little bit out of alignment. Finally, I found a company that will give you free business cards.
All you have to do is use their templates, either with or without your own graphics, and they print it and make it perfect. Then you sit back and reap the rewards of professional looking business cards for the low cost of shipping. If you want to print them yourself, you can do that too.
You might want to try them out first and see how good of a job they do, or you may want to go all out and have custom business cards, magnets, and notepads delivered directly to your door. All you have to do is go to the site and use the business card template which will allow you to print them or order them as needed.
Nothing says how professional you are like your own unique business card that helps you stand out from all the "other guys". Now you can make your business card reflect what kind of business you run. Not the average run of the mill black and white card with no personality but a colorful, professional, and eye-catching business card that doesn't cost you your first-born.
In addition to the money you save over having someone else design your new cards, you'll be secure in knowing that all of your business information will be correct. You put in the information you want known and then verify it so your name, business name, and contact information will all be right at your potential client's fingertips.
If you do use the free business card template make sure you only set your printer to print one sheet the first time so that you do not waste any of the precious card stock or ink in case you have to adjust alignment. Choose good card stock so that your contacts remember you and not how cheap and unappealing your card was. Also, remember not to use strange, small, or hard to read fonts on your business cards that might make your contact information difficult to decipher. Finally, make sure you have plenty of the correct ink in your printer, and extra ink available so that your cards don't have odd or faint printing on them. No one has to know that either you made your own cards or that you got your business cards for free.
All you have to do is use their templates, either with or without your own graphics, and they print it and make it perfect. Then you sit back and reap the rewards of professional looking business cards for the low cost of shipping. If you want to print them yourself, you can do that too.
You might want to try them out first and see how good of a job they do, or you may want to go all out and have custom business cards, magnets, and notepads delivered directly to your door. All you have to do is go to the site and use the business card template which will allow you to print them or order them as needed.
Nothing says how professional you are like your own unique business card that helps you stand out from all the "other guys". Now you can make your business card reflect what kind of business you run. Not the average run of the mill black and white card with no personality but a colorful, professional, and eye-catching business card that doesn't cost you your first-born.
In addition to the money you save over having someone else design your new cards, you'll be secure in knowing that all of your business information will be correct. You put in the information you want known and then verify it so your name, business name, and contact information will all be right at your potential client's fingertips.
If you do use the free business card template make sure you only set your printer to print one sheet the first time so that you do not waste any of the precious card stock or ink in case you have to adjust alignment. Choose good card stock so that your contacts remember you and not how cheap and unappealing your card was. Also, remember not to use strange, small, or hard to read fonts on your business cards that might make your contact information difficult to decipher. Finally, make sure you have plenty of the correct ink in your printer, and extra ink available so that your cards don't have odd or faint printing on them. No one has to know that either you made your own cards or that you got your business cards for free.
Diversify - Diversify - Diversify
Diversifying is no longer a financial term. It can be applied to many avenues. However, it seems so relevant in the fashion world today. Brands are beginning to extend their reach. They are no longer focusing on designing one or two kinds of items. The mission of many brands is to become a lifestyle brand.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Really, brand expansion takes a lot of strategy, timing, and popularity. But once the brand begins on the journey, the opportunities are infinite.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Really, brand expansion takes a lot of strategy, timing, and popularity. But once the brand begins on the journey, the opportunities are infinite.
Exclusive or Inclusive, Which Jeopardizes the Brand?
It has become a growing trend for high-end famous designers to partner with mass-market retailers. We’ve seen it with Karl Lagerfeld and H & M, last season’s partnership with Viktor & Rolf and H&M, and most recently Proenza Schouler and Target. These partnerships have been very lucrative for both sides. One could even argue that the mass-market retailers might be getting more out of the deal.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Logos - A Thing Of the Past?
Designers seem to be scaling back on the ‘in your face’ logo bags. There is so much one can do to a bag besides add a handle and a zipper. Designers are stretching their creative muscles and reaching for individuality.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Thursday, May 24, 2007
Marketing Your Vision
Marketing your vision is critical to your overall branding to your target market. The vision should be a guiding passionate statement that ties into the core fabric of the company, it’s products, people and potential clients. There are many examples of strong brand association like Pepsi, McDonalds, GM and Wells Fargo Bank. You only have to hear the name and you can visualize their product or service offering. Their name will associate to many as a past relationship or perhaps as a competitor that you must figure out a way to take market share from. No matter how the relationship to a name ultimately defines itself the end result came from heavy marketing research dollars that typically take a cross section of the target market and expand on potential winning approaches.
A highly recommended approach is focus groups. Enlist a core group of individuals who together work on solving brand related needs as targeted to your suspect market. They will work together studying the buying habits and future trends of a particular group or subset of a market and then begin to develop an over arching marketing design that will lead to the branding of your companies vision. This exercise could take days or weeks but ultimately it could make or break your initial ramp up to success within a new market or perhaps the launch of a new product or service into an existing market. The end result is that you want your company name to define instantly what it is you market and thus provide to your customers. Sounds simple enough doesn’t it?
There are also consultants who target their services to provide industry specific capabilities that could accelerate your efforts, of course at a fee. Sometimes when you are faced with a great product or a great service idea but your target market is saturated the consultant can role play with your group to help isolate whether or not you can enter this product or service in the direction you visualize. Having someone from outside of the company perform this can be very beneficial as they will not be emotionally attached to your product and thus can articulate based on facts, experience and trends without trying to provide a “soft landing” to ease personal feelings. If the budget is there, this is an extremely viable option to pursue.
Once you have developed your marketing plan you should road test it. Find small cross sections of your potential market niche and exercise the plan through interviews or soft placed ads in various media. Often you can target Universities and shopping malls (assuming a consumer product) as possible locations where you can gain access to independent assessments from people who will not have time to research your solution. This is a golden database of information as it relates directly to the ease of which your plan design resonates with the general public. Obviously this can be emotionally draining trying to get perfect strangers to spend 5 minutes of their important day at the mall to stop and listen to your ideas. A more costly approach is the payment plan. We call this the payment plan because it involves giving your product away to potential clients who are viewed as potential repeat buyers. The upfront cost is high and the results initially will be thin to none in the start up phase. If you have a food or drink product such as Mona Vie and their acai berry juice then perhaps a sample of the product could be a nice approach or teaser which absolutely could lead to return buying as a consumable. No single idea is “the idea” and you may find variations of these approaches suit your business just fine. The key is to take your time, invest in third party support if you can afford to and learn from those that have come your way before.
A highly recommended approach is focus groups. Enlist a core group of individuals who together work on solving brand related needs as targeted to your suspect market. They will work together studying the buying habits and future trends of a particular group or subset of a market and then begin to develop an over arching marketing design that will lead to the branding of your companies vision. This exercise could take days or weeks but ultimately it could make or break your initial ramp up to success within a new market or perhaps the launch of a new product or service into an existing market. The end result is that you want your company name to define instantly what it is you market and thus provide to your customers. Sounds simple enough doesn’t it?
There are also consultants who target their services to provide industry specific capabilities that could accelerate your efforts, of course at a fee. Sometimes when you are faced with a great product or a great service idea but your target market is saturated the consultant can role play with your group to help isolate whether or not you can enter this product or service in the direction you visualize. Having someone from outside of the company perform this can be very beneficial as they will not be emotionally attached to your product and thus can articulate based on facts, experience and trends without trying to provide a “soft landing” to ease personal feelings. If the budget is there, this is an extremely viable option to pursue.
Once you have developed your marketing plan you should road test it. Find small cross sections of your potential market niche and exercise the plan through interviews or soft placed ads in various media. Often you can target Universities and shopping malls (assuming a consumer product) as possible locations where you can gain access to independent assessments from people who will not have time to research your solution. This is a golden database of information as it relates directly to the ease of which your plan design resonates with the general public. Obviously this can be emotionally draining trying to get perfect strangers to spend 5 minutes of their important day at the mall to stop and listen to your ideas. A more costly approach is the payment plan. We call this the payment plan because it involves giving your product away to potential clients who are viewed as potential repeat buyers. The upfront cost is high and the results initially will be thin to none in the start up phase. If you have a food or drink product such as Mona Vie and their acai berry juice then perhaps a sample of the product could be a nice approach or teaser which absolutely could lead to return buying as a consumable. No single idea is “the idea” and you may find variations of these approaches suit your business just fine. The key is to take your time, invest in third party support if you can afford to and learn from those that have come your way before.
Logo - Simple Tool To Make Your Business Stronger
About logos, it can be said that it is an image, which symbolizes a business and its services in an explanatory manner. Logos pictorially represent what can be said or done in few sentences. Logos can range from a simple dot to a very complicated maze of colors and patterns. To create a deep impact on the minds of the people is the central role of a logo as pictures appeal more to the human mind. Logos are thus indispensable for the success of a business. It is an identity, which represents what your company stands for and what it wants to achieve.
Logos serve to attract the attention of the onlookers. Some brilliantly designed logos like the "Swoosh" of Nike or the "Golden Arch". McDonald's, have become trend –setters for the current generation. These logos have become so popular that they instantly create an image of the products that they stand for. A business logo need not necessarily have the business name (like Kellogg's), although this can be taken as an added advantage. In all cases logos represent what the organization stands for.
Logos can be categorized as: combination (icon and text); logotype/letter mark (text or abbreviated text) and Icon (symbol/ brand mark). A good logo should be functional and effective, regardless of the size; eye-catching, regardless of color and more importantly, flexible, to retain its form when printed on certain materials that tends to loose its shape. A professional logo designer should always follow the principles of color, space, form and clarity while designing logos.
Color is a very important aspect in logo design. Different colors carry different emotions and different meanings. Warm colors like yellow and red give a heavy feel while cool colors like light blue, purple project a feeling of lightness. Subdued colors give a feeling of relaxation. Vector graphics is one technology that can be effectively used for logo designing and most importantly, designers should be aware of copyrights and trademarks and should be very careful not to copy any other logo.
Logos serve to attract the attention of the onlookers. Some brilliantly designed logos like the "Swoosh" of Nike or the "Golden Arch". McDonald's, have become trend –setters for the current generation. These logos have become so popular that they instantly create an image of the products that they stand for. A business logo need not necessarily have the business name (like Kellogg's), although this can be taken as an added advantage. In all cases logos represent what the organization stands for.
Logos can be categorized as: combination (icon and text); logotype/letter mark (text or abbreviated text) and Icon (symbol/ brand mark). A good logo should be functional and effective, regardless of the size; eye-catching, regardless of color and more importantly, flexible, to retain its form when printed on certain materials that tends to loose its shape. A professional logo designer should always follow the principles of color, space, form and clarity while designing logos.
Color is a very important aspect in logo design. Different colors carry different emotions and different meanings. Warm colors like yellow and red give a heavy feel while cool colors like light blue, purple project a feeling of lightness. Subdued colors give a feeling of relaxation. Vector graphics is one technology that can be effectively used for logo designing and most importantly, designers should be aware of copyrights and trademarks and should be very careful not to copy any other logo.
The Newest Commodity In Big Business - Carbon Credits
It is common place these days for carbon credits to be bought and sold like any other goods and services regularly traded for on the international market. Carbon Credits have seen a huge growth this year, with permits to emit greenhouse gases doubling in 2007 to be worth to more than 20 billion euros (RM93bil). The dramatic jump in price has highlighted the role big business can play in fighting climate change, while still turning a profit.
The rate for carbon credits in the international market hovers (in March 2007) around 11 to 12 Euros per ton.
Reforestation is an example of how carbon credits can be generated to sell on an international market. The total "carbon credit potential" of forests in New Zealand can add up to $13,000 to $20,000 per hectare over the life of the forest through the trees removing carbon dioxide from the atmosphere.
Projects that permanently reduce existing carbon emissions is another way a company can produce carbon credits for resale. The Indian company, Oil and Natural Gas Corporation Limited, has announced it will register 11 energy saving projects to reduce gas flaring with the United Nations by the end of 2007. Projects to reduce wasted heat in industrial plants or upgrading turbines and equipment for more efficient energy production are all projects that qualify for carbon credits.
The prerequisites a carbon credit business are:
1) Your country must have signed the Kyoto Protocol (the United States has still not signed it as of March 2007). These credits are made possible by the Kyoto's Clean Development Mechanism (CDM). That's why sometimes this new line of trading is also referred to simply as "CDM" business.
2) You have to register your "carbon saving" project with the United Nations before you can sell your credits to other international purchasers.
Selling the "right to pollute" can buy time for companies in developed countries that have not yet reduced their carbon emissions. The price of carbon credits will rise as companies and individuals buy carbon credits and raise the market value. The raising price will give an incentives for western companies to buy less credits and become more efficient. The money generated from this system will help developing countries improve their efficiency where they meet the standards to be eligible to sign the Kyoto Protocol.
Carbon credits are becoming a lucrative growth market, and giving incentives to businesses and politicians to join the carbon market. Western companies from countries that have signed the Kyoto Protocol who have not reduced their carbon emissions will continue to buy these credits from countries that have an excess.
The rate for carbon credits in the international market hovers (in March 2007) around 11 to 12 Euros per ton.
Reforestation is an example of how carbon credits can be generated to sell on an international market. The total "carbon credit potential" of forests in New Zealand can add up to $13,000 to $20,000 per hectare over the life of the forest through the trees removing carbon dioxide from the atmosphere.
Projects that permanently reduce existing carbon emissions is another way a company can produce carbon credits for resale. The Indian company, Oil and Natural Gas Corporation Limited, has announced it will register 11 energy saving projects to reduce gas flaring with the United Nations by the end of 2007. Projects to reduce wasted heat in industrial plants or upgrading turbines and equipment for more efficient energy production are all projects that qualify for carbon credits.
The prerequisites a carbon credit business are:
1) Your country must have signed the Kyoto Protocol (the United States has still not signed it as of March 2007). These credits are made possible by the Kyoto's Clean Development Mechanism (CDM). That's why sometimes this new line of trading is also referred to simply as "CDM" business.
2) You have to register your "carbon saving" project with the United Nations before you can sell your credits to other international purchasers.
Selling the "right to pollute" can buy time for companies in developed countries that have not yet reduced their carbon emissions. The price of carbon credits will rise as companies and individuals buy carbon credits and raise the market value. The raising price will give an incentives for western companies to buy less credits and become more efficient. The money generated from this system will help developing countries improve their efficiency where they meet the standards to be eligible to sign the Kyoto Protocol.
Carbon credits are becoming a lucrative growth market, and giving incentives to businesses and politicians to join the carbon market. Western companies from countries that have signed the Kyoto Protocol who have not reduced their carbon emissions will continue to buy these credits from countries that have an excess.
Better Business Cards - Ideas for Harder Working Business Cards
Better business cards start with a change in thinking about what a business card is. Yes, it has your name and contact information, but why can't it be more? Why can't it do more to promote your business?
Make it Stickier We know about sticky Websites: sites with useful information that make you want to go back again and again. Well, do the same thing with your business card on a smaller scale.
Back of the Card The back of your business card is perfect for adding value. Add something that would be useful to people who get your card. Make it something they'll want to hold on to.
1. Restaurant owners: Add a tipping chart on the back of your card.
2. Hard-to-find business: Add a small map with directions.
3. Have a big event coming up? Add a calendar or reminder.
4. Real estate agents: Add a measurements chart.
5. Add a kitchen tip or tool and turn your card into a refrigerator magnet.
Itty-Bitty Brochures Expand your business card into an Itty-Bitty Brochure by making it a folded or even tri-folded card. This lets you tell the benefits your business offers or expand the ideas from above.
1. Give more details of an upcoming event along with the reminder.
2. Artists: Let your business card unfold a mini gallery of your work.
3. Restaurants: How about a mini menu in addition to that tipping chart.
4. Tell a story or give a testimonial. Add a photograph.
5. Provide a bit of advice, a how-to tip, or a top 10 list.
What not to do ... I'm not the first person to suggest expanding the use of a business card. There are plenty of people already doing this. But not every one of them works to its fullest potential.
And remember. Before you try to squeeze everything including your shoe size onto the 7 square inches of space on a business card: a single, clear, brief message will make more impact and be remembered longer.
1. Do not make a boring list of services. You're bound to leave something off the list, and once you've listed what you do, people will assume that is everything you do. Instead give examples of great work you've done, testimonials, or discuss customer benefits.
2. No ego walls. Any important title or designation belongs with your name, but keep it brief.
3. Do not try to squeeze a full size brochure into an Itty-Bitty Brochure. Brevity is a key factor. Be aware that it is often more difficult to write short than to write long.
4. A calendar or reminder can be a great idea if you send out lots of cards; but, if those cards last beyond the calendar or reminder date, they're just wasted.
5. Do not lose focus. Keep the message simple and useful.
Make it Stickier We know about sticky Websites: sites with useful information that make you want to go back again and again. Well, do the same thing with your business card on a smaller scale.
Back of the Card The back of your business card is perfect for adding value. Add something that would be useful to people who get your card. Make it something they'll want to hold on to.
1. Restaurant owners: Add a tipping chart on the back of your card.
2. Hard-to-find business: Add a small map with directions.
3. Have a big event coming up? Add a calendar or reminder.
4. Real estate agents: Add a measurements chart.
5. Add a kitchen tip or tool and turn your card into a refrigerator magnet.
Itty-Bitty Brochures Expand your business card into an Itty-Bitty Brochure by making it a folded or even tri-folded card. This lets you tell the benefits your business offers or expand the ideas from above.
1. Give more details of an upcoming event along with the reminder.
2. Artists: Let your business card unfold a mini gallery of your work.
3. Restaurants: How about a mini menu in addition to that tipping chart.
4. Tell a story or give a testimonial. Add a photograph.
5. Provide a bit of advice, a how-to tip, or a top 10 list.
What not to do ... I'm not the first person to suggest expanding the use of a business card. There are plenty of people already doing this. But not every one of them works to its fullest potential.
And remember. Before you try to squeeze everything including your shoe size onto the 7 square inches of space on a business card: a single, clear, brief message will make more impact and be remembered longer.
1. Do not make a boring list of services. You're bound to leave something off the list, and once you've listed what you do, people will assume that is everything you do. Instead give examples of great work you've done, testimonials, or discuss customer benefits.
2. No ego walls. Any important title or designation belongs with your name, but keep it brief.
3. Do not try to squeeze a full size brochure into an Itty-Bitty Brochure. Brevity is a key factor. Be aware that it is often more difficult to write short than to write long.
4. A calendar or reminder can be a great idea if you send out lots of cards; but, if those cards last beyond the calendar or reminder date, they're just wasted.
5. Do not lose focus. Keep the message simple and useful.
Who Are You? What Do You Do? (And Does Anyone else Know?)
Who are you?
What do you do?
What phrase or few words do others use when they describe you and your business to others? Is this different or the same no matter who is doing the describing (you mom says pretty much the same thing as your insurance broker?)
We're talking here about your unique brand Because people don't really buy a product or service, they buy you. So your brand better make sense and be easy to understand and buy. That's not to say you can't highlight different areas of expertise to different groups - but ultimately - you want everyone to walk away with the overall same impression of you and your business time after time.
I've got a friend who is a master at creating his brand. At just 32 years old, he's started a number of businesses in a few different fields. The reason, at least in part, that they are successful is because people believe in him. His brand suits him well. He's a young serial-entrepreneur who's eager to meet new people and learn new things and he's consistently the same each and every time you meet him. Not in a bad, boring way, but in a fun, cool, "I want more of that energy" way. He's equally excited about whatever you're working on as he is about what he's working on.
Think about the things you buy each week. Whether it's an actual product or a service, chances are you have an expectation about what you're getting based on the brand. Would you keep hiring the same person to clean your house if every week after they'd left you found a different area that they'd forgotten? One week they forget to take out the trash, another week they don't mop the kitchen floor, etc. Instead you're going to hire someone who delivers the same level of service each and every time.
Your brand is your bread and butter. No matter what business you're in, you're in the business of building your brand so you might as well get used to it - if you're not cultivating your image you have no control over what people are saying about you!
Here are some tips to keep in mind as you cultivate your personal brand:
Be Consistent. Be impeccable with you brand by being consistent in what you deliver. Your image should always be consistent so that no matter who you meet, or where, you're sending the same positive message. Your brand consistency combines your business message as well as your personal message. Alexandria Brown, the E-zine Queen is consistently branded as the super-fun, super-focused-California entrepreneur. Take a few minutes and jot down the things you want to be 'known' for, don't be afraid to include you in this message.
Be Focused. Rather than trying to be everything to everyone, make sure you're sending a focused message. Consistently. Find ways to stand out as the expert in your field and make sure it meshes with your personal beliefs. If you want to be the "outgoing community organizer" then find outgoing ways to provide community organizational skills. You'll be the go-to gal (or guy) in no time.
Be Credible. A brand is no good if you're not credible. You've got to be able to deliver on your promises. If you're creating the brand of "Fun Financial Planner," it stands to reason that you ought to be fun to be around, but that you also really have to have a handle on financial planning.Spend the next few days getting clear with what your brand is and what you want it to be. Make sure it "clicks" with your mission statement and take steps to ensure that you're consistently focusing on delivering your brand's promises every day.
What do you do?
What phrase or few words do others use when they describe you and your business to others? Is this different or the same no matter who is doing the describing (you mom says pretty much the same thing as your insurance broker?)
We're talking here about your unique brand Because people don't really buy a product or service, they buy you. So your brand better make sense and be easy to understand and buy. That's not to say you can't highlight different areas of expertise to different groups - but ultimately - you want everyone to walk away with the overall same impression of you and your business time after time.
I've got a friend who is a master at creating his brand. At just 32 years old, he's started a number of businesses in a few different fields. The reason, at least in part, that they are successful is because people believe in him. His brand suits him well. He's a young serial-entrepreneur who's eager to meet new people and learn new things and he's consistently the same each and every time you meet him. Not in a bad, boring way, but in a fun, cool, "I want more of that energy" way. He's equally excited about whatever you're working on as he is about what he's working on.
Think about the things you buy each week. Whether it's an actual product or a service, chances are you have an expectation about what you're getting based on the brand. Would you keep hiring the same person to clean your house if every week after they'd left you found a different area that they'd forgotten? One week they forget to take out the trash, another week they don't mop the kitchen floor, etc. Instead you're going to hire someone who delivers the same level of service each and every time.
Your brand is your bread and butter. No matter what business you're in, you're in the business of building your brand so you might as well get used to it - if you're not cultivating your image you have no control over what people are saying about you!
Here are some tips to keep in mind as you cultivate your personal brand:
Be Consistent. Be impeccable with you brand by being consistent in what you deliver. Your image should always be consistent so that no matter who you meet, or where, you're sending the same positive message. Your brand consistency combines your business message as well as your personal message. Alexandria Brown, the E-zine Queen is consistently branded as the super-fun, super-focused-California entrepreneur. Take a few minutes and jot down the things you want to be 'known' for, don't be afraid to include you in this message.
Be Focused. Rather than trying to be everything to everyone, make sure you're sending a focused message. Consistently. Find ways to stand out as the expert in your field and make sure it meshes with your personal beliefs. If you want to be the "outgoing community organizer" then find outgoing ways to provide community organizational skills. You'll be the go-to gal (or guy) in no time.
Be Credible. A brand is no good if you're not credible. You've got to be able to deliver on your promises. If you're creating the brand of "Fun Financial Planner," it stands to reason that you ought to be fun to be around, but that you also really have to have a handle on financial planning.Spend the next few days getting clear with what your brand is and what you want it to be. Make sure it "clicks" with your mission statement and take steps to ensure that you're consistently focusing on delivering your brand's promises every day.
Corporate Gifts Offer Great ROI
How do you make the most of your marketing budget? Any marketer will tell you that the key to getting the most mileage of your finances is to choose activities that offer high ROI value. A corporate gift-giving program offers excellent ROI in many different avenues on the marketing spectrum. For just a bit of pocket change, you can catch the attention of your best prospects, woo them to visit you at a trade-show booth, keep yourself in the forefront of their minds, trade on their loyalty and turn them into adverts for your services. All it takes is a little planning and foresight, and some insight into the type of gifts that will grow legs and run for your business.
Obviously, gift-giving is no substitute for offering excellent service and quality products, but when you make corporate gift-giving a part of your marketing tool chest, you’re showing that you understand your clients and have their interests in mind. Here are five times in the business relationship when the right corporate gift – and presentation – can help your company score big on memorability points.
1. Introduction Introduce yourself in style with a classic, useful gift to hook your potential client’s attention. Marketing a new product – or an old product to a new market – calls for special tactics. An eye-catching promotional gift can be just the ticket to arouse interest and spark curiosity about your product or services. Choose a corporate gift that accents or highlights the advantages of doing business with you, and makes it easy for your prospects to remember your name and contact info.
2. Trade Show GiveawaysTrade shows and conventions are ideal opportunities to market your company – but you’re not the only one wooing your potential customers. It’s easy to be forgotten in the mélange of information that attendees will be gathering. The solution? Offer a takeaway that your new contacts will take home and use every day. In fact, offer a range of takeaway gifts based on the commitment of time that your prospects make. You might offer an inexpensive key ring to anyone who stops by your booth, a mid-range emblazoned pen for those who sign up to your mailing list and an eye-catching USB flash drive to those who sit for a half hour presentation of your products and make an appointment for follow-up contact.
3. Holiday Gift GivingHolidays offer an excellent chance to stand out above the competition. Choose classy classic or contemporary gifts that tell your customers how much you value their business. At holidays, the most appreciated holiday gifts are those that are not perceived as promotional marketing materials. One rather unique corporate gift idea - paired red and white wines with a bespoke customized label branded with your product or company name.
4. Thank You GiftsFollow up on a sales appointment or a big sale with a “thank you for your time” gift. Corporate thank you gifts are a great way to show appreciation and cement relationships with key customers. Choose something functional that your customer will use often, and you’ll get the added bonus of extra advertising when he or she flashes your name on a pen, business card holder or carry bag.
5. Employee RecognitionNot your employees – your customer’s. Busy executives often rely on the judgment and advice of their secretaries and executive assistants. Acknowledge them with a gift that makes their job easier or more fun, like this novelty computer mouse with little floating ducks, fishes or custom shapes.
Obviously, gift-giving is no substitute for offering excellent service and quality products, but when you make corporate gift-giving a part of your marketing tool chest, you’re showing that you understand your clients and have their interests in mind. Here are five times in the business relationship when the right corporate gift – and presentation – can help your company score big on memorability points.
1. Introduction Introduce yourself in style with a classic, useful gift to hook your potential client’s attention. Marketing a new product – or an old product to a new market – calls for special tactics. An eye-catching promotional gift can be just the ticket to arouse interest and spark curiosity about your product or services. Choose a corporate gift that accents or highlights the advantages of doing business with you, and makes it easy for your prospects to remember your name and contact info.
2. Trade Show GiveawaysTrade shows and conventions are ideal opportunities to market your company – but you’re not the only one wooing your potential customers. It’s easy to be forgotten in the mélange of information that attendees will be gathering. The solution? Offer a takeaway that your new contacts will take home and use every day. In fact, offer a range of takeaway gifts based on the commitment of time that your prospects make. You might offer an inexpensive key ring to anyone who stops by your booth, a mid-range emblazoned pen for those who sign up to your mailing list and an eye-catching USB flash drive to those who sit for a half hour presentation of your products and make an appointment for follow-up contact.
3. Holiday Gift GivingHolidays offer an excellent chance to stand out above the competition. Choose classy classic or contemporary gifts that tell your customers how much you value their business. At holidays, the most appreciated holiday gifts are those that are not perceived as promotional marketing materials. One rather unique corporate gift idea - paired red and white wines with a bespoke customized label branded with your product or company name.
4. Thank You GiftsFollow up on a sales appointment or a big sale with a “thank you for your time” gift. Corporate thank you gifts are a great way to show appreciation and cement relationships with key customers. Choose something functional that your customer will use often, and you’ll get the added bonus of extra advertising when he or she flashes your name on a pen, business card holder or carry bag.
5. Employee RecognitionNot your employees – your customer’s. Busy executives often rely on the judgment and advice of their secretaries and executive assistants. Acknowledge them with a gift that makes their job easier or more fun, like this novelty computer mouse with little floating ducks, fishes or custom shapes.
Monday, May 21, 2007
How To Win A Slogan Contest - Slogan and Branding
Do you wish to win a slogan contest? If your answer is “Yes”, it would be very helpful if you spend some time reading in order to understand the definition and purpose of a slogan.
As defined by Motto.com, “A Slogan is a short, memorable advertising phrase. When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public’s perception of the product.”
As the benchmark of any good advertising campaign, a slogan or tag line is the lasting impression it has on the consumer. A great line can be worth its weight in gold. It often plays role as the brand's core promise, rather than a pithy memorable phrase. A slogan can be a call to action, not only for the consumer, but also for the entire organization and sales force.
Many companies invest millions of dollars for years, sometimes even for decades, in order to 'brand' their companies with a slogan. They rack their brains trying to come up with the perfect set of memorable words for a brand to live by. But the fact is, many of today's ad slogans are failing to register with consumers.
Let us study on the survey result from a national poll carried out in USA in year 1999. The survey result may seem out-dated, but we still can get some good information and ideas through reading it. The survey is aimed to look at consumer awareness of advertising slogans and jingles, and whether or not these punchy pieces of copy created any connection to the brand.
As an overall, 16 of the 19 lines tested were 'heard' or recognized by the survey respondents. However, many of them failed to identify which brand or product these slogans were linking to. For example, the line "Like a rock" was impressively remembered by 9 out of 10 respondents, but less than 40% knew this is Chevy Trucks’s slogan. Nissan is worse as only 8% knew it was the originator of the "Enjoy the ride" theme line.
Therefore, the best slogan, as with the best advertising, should be seamlessly linked with the brand. The more a slogan -- as well as advertising -- is inextricably linked to the brand, the more effective it is. From the survey, the brands that performed best seemed to share a similar pattern: brilliantly incorporate the brand name in the slogan and promote them year after year.
Undoubtedly, that explains why marketers that feature their name in the slogans, like McDonald's and Allstate, did better than others in connecting with the consumer. For example, insurer Allstate's "You're in good hands with Allstate" and their competitor's "Like a good neighbor, State Farm is there" continue to be identifiable and winning almost an universal recognition.
On the other hand, placing short, catchy nice wordings in a slogan is equally important. Taken the above examples, you might conclude that if the lines were "Allstate: You're in good hands with us", or "State Farm: like a good neighbor, we're there", they would not have been as effective, even though the thought was the same.
As defined by Motto.com, “A Slogan is a short, memorable advertising phrase. When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public’s perception of the product.”
As the benchmark of any good advertising campaign, a slogan or tag line is the lasting impression it has on the consumer. A great line can be worth its weight in gold. It often plays role as the brand's core promise, rather than a pithy memorable phrase. A slogan can be a call to action, not only for the consumer, but also for the entire organization and sales force.
Many companies invest millions of dollars for years, sometimes even for decades, in order to 'brand' their companies with a slogan. They rack their brains trying to come up with the perfect set of memorable words for a brand to live by. But the fact is, many of today's ad slogans are failing to register with consumers.
Let us study on the survey result from a national poll carried out in USA in year 1999. The survey result may seem out-dated, but we still can get some good information and ideas through reading it. The survey is aimed to look at consumer awareness of advertising slogans and jingles, and whether or not these punchy pieces of copy created any connection to the brand.
As an overall, 16 of the 19 lines tested were 'heard' or recognized by the survey respondents. However, many of them failed to identify which brand or product these slogans were linking to. For example, the line "Like a rock" was impressively remembered by 9 out of 10 respondents, but less than 40% knew this is Chevy Trucks’s slogan. Nissan is worse as only 8% knew it was the originator of the "Enjoy the ride" theme line.
Therefore, the best slogan, as with the best advertising, should be seamlessly linked with the brand. The more a slogan -- as well as advertising -- is inextricably linked to the brand, the more effective it is. From the survey, the brands that performed best seemed to share a similar pattern: brilliantly incorporate the brand name in the slogan and promote them year after year.
Undoubtedly, that explains why marketers that feature their name in the slogans, like McDonald's and Allstate, did better than others in connecting with the consumer. For example, insurer Allstate's "You're in good hands with Allstate" and their competitor's "Like a good neighbor, State Farm is there" continue to be identifiable and winning almost an universal recognition.
On the other hand, placing short, catchy nice wordings in a slogan is equally important. Taken the above examples, you might conclude that if the lines were "Allstate: You're in good hands with us", or "State Farm: like a good neighbor, we're there", they would not have been as effective, even though the thought was the same.
Express Yourself
Freedom of expression is one of our basic first amendment rights. It says that we are free to express ourselves however we see fit within reason. What better way to increase your business awareness than to apply your first amendment right to your promotional products? Promotional products are meant to raise awareness and increase traffic flow and when they are used correctly, increase your business. The more creative the promotional product, the more success they are capable of. First amendment rights are the most important in our society, so why not use them to make your promotions that much more successful?
With technology exploding and everyone trying to be ahead of the curve, promotional products that are customized for new media are becoming very successful. In this day and age of iPod, Blackberry, and Mac’s, it seems like everyone is trying to make technology personal. These growing trends need to be recognized and taken advantage of. The industry has come a long way since the days of promotional products consisting only of pens, polo shirts, and Frisbees. These are all great products but as and industry we have to adapt to the changing landscape.
While doing some secondary research, I found that when I did a Google search for laptop covers, it came back with hundreds of results for a product that 10 years ago was non-existent. The same goes for iPod skins and personalizing your Mac. Everything in our industry is being customized to the point that there is a demand for being “different.” Imagine the look on your employees faces if you were to customize an iPod skin for them as opposed to the typical company promos. Most people have iPods these days. In fact, in just its fifth year on the market, Apple has sold 100 million iPods. That is a lot of iPods which is a large opportunity for you. Not only would your employees be impressed with your technological awareness, they would also be more likely to sport your product than if they were to receive something like company polos.
There are a bunch of options to customize your new technology in your office. I’ve already mentioned the iPod skins, PC and Laptop covers. There are also flash drive holders, flash drive bracelets, cell phone covers, and gift cards. Our industry has changed so much in the last 10 years that it was definitely time to rethink the means of promotional products. Now that we have, we need to pass that information on to you, the business representatives to reach your clients more effectively. This way, your clients and employees will be more happy, which makes you more happy, which makes us more happy.
All of these products are available on the market today. It’s only a matter of time until your employees and your customers buy them of the shelves. If you beat them to the punch, they’ll have a great product and they’ll look upon you much more favorably. 35% of consumers keep their promotional products for over 2 years so jump on the bandwagon before everybody else does. Think outside the box and express yourself.
With technology exploding and everyone trying to be ahead of the curve, promotional products that are customized for new media are becoming very successful. In this day and age of iPod, Blackberry, and Mac’s, it seems like everyone is trying to make technology personal. These growing trends need to be recognized and taken advantage of. The industry has come a long way since the days of promotional products consisting only of pens, polo shirts, and Frisbees. These are all great products but as and industry we have to adapt to the changing landscape.
While doing some secondary research, I found that when I did a Google search for laptop covers, it came back with hundreds of results for a product that 10 years ago was non-existent. The same goes for iPod skins and personalizing your Mac. Everything in our industry is being customized to the point that there is a demand for being “different.” Imagine the look on your employees faces if you were to customize an iPod skin for them as opposed to the typical company promos. Most people have iPods these days. In fact, in just its fifth year on the market, Apple has sold 100 million iPods. That is a lot of iPods which is a large opportunity for you. Not only would your employees be impressed with your technological awareness, they would also be more likely to sport your product than if they were to receive something like company polos.
There are a bunch of options to customize your new technology in your office. I’ve already mentioned the iPod skins, PC and Laptop covers. There are also flash drive holders, flash drive bracelets, cell phone covers, and gift cards. Our industry has changed so much in the last 10 years that it was definitely time to rethink the means of promotional products. Now that we have, we need to pass that information on to you, the business representatives to reach your clients more effectively. This way, your clients and employees will be more happy, which makes you more happy, which makes us more happy.
All of these products are available on the market today. It’s only a matter of time until your employees and your customers buy them of the shelves. If you beat them to the punch, they’ll have a great product and they’ll look upon you much more favorably. 35% of consumers keep their promotional products for over 2 years so jump on the bandwagon before everybody else does. Think outside the box and express yourself.
Choosing A Good Name For Your Product or Service
Product and service names are important-- they make it easier for customers to remember the product or service involved. A good name will have lasting impressions and positive associations. This improves the effectiveness of advertising, facilitates word of mouth, and attracts even more customers, leading to more sales. A bad name for a product won't leave a pleasant taste in your customer's mouth, so please use consideration when naming your product or service.
First of all, does your name have any negative connotations? If it does, it definitely is worth it to consider using another name. Even the catchiest names can go horribly bad if the name carries a secondary, even if less obvious, negative meaning.
Secondly, is an appropriate web address available for your name? In this age of internet and web dominated society, you would be missing out on a lot of chances to make a sale if you do not have a web site for your product or service. You may need to make changes to your product's name if you can't find an available domain name.
Thirdly, does your name sound well in everyday conversation. It is not wise to choose a complex name that is prone to tongue twisters. You also shouldn't choose a name which is embarrassing to say. If you do choose an embarrassing name, your customers will not feel like saying it that often and word of mouth marketing will suffer. This is unfortunate since word of mouth costs absolutely nothing!
Names of new internet startups, especially Web 2.0 companies, are especially important. They will have no offline equivalent and will need to rely entirely on web marketing if you want to get your site well-known. It is even harder for new internet startups to choose a name. Not only do you have to have a memorable, good-sounding name, you have to be sure that the domain name is available. Names that are short and catchy sounding are tough to get domains for, since most of the pronounceable 4-letter and shorter names are already taken.
Choosing a good name for your product or service is an important but often overlooked task. Do not simply go with what sounds the best at first. Research, do some experiments, and get people's impressions of the name before settling on your final decision.
First of all, does your name have any negative connotations? If it does, it definitely is worth it to consider using another name. Even the catchiest names can go horribly bad if the name carries a secondary, even if less obvious, negative meaning.
Secondly, is an appropriate web address available for your name? In this age of internet and web dominated society, you would be missing out on a lot of chances to make a sale if you do not have a web site for your product or service. You may need to make changes to your product's name if you can't find an available domain name.
Thirdly, does your name sound well in everyday conversation. It is not wise to choose a complex name that is prone to tongue twisters. You also shouldn't choose a name which is embarrassing to say. If you do choose an embarrassing name, your customers will not feel like saying it that often and word of mouth marketing will suffer. This is unfortunate since word of mouth costs absolutely nothing!
Names of new internet startups, especially Web 2.0 companies, are especially important. They will have no offline equivalent and will need to rely entirely on web marketing if you want to get your site well-known. It is even harder for new internet startups to choose a name. Not only do you have to have a memorable, good-sounding name, you have to be sure that the domain name is available. Names that are short and catchy sounding are tough to get domains for, since most of the pronounceable 4-letter and shorter names are already taken.
Choosing a good name for your product or service is an important but often overlooked task. Do not simply go with what sounds the best at first. Research, do some experiments, and get people's impressions of the name before settling on your final decision.
Trademarks: How Important Are They?
Being different from the rest always gathers prominence. Any commercial/ non-commercial product or service needs a certain degree of uniqueness to get their potential customers. Such distinctive character of a product usually becomes the registered trademark of a brand. However, a trademark may not necessarily be a distinct physical entity. Any attribute of a product or service that uniquely identifies itself with the customers can become a trademark. So a distinct smelling perfume, a unique hairstyle, a design, sound, name, word, logo, a combination of few attributes or anything that qualifies being distinct can become a trademark.
The origin of trademarks can be traced back to the ancient period when some craftsmen used to put their signature as a token of identity on their works. Over a period of time such signatures / marks made way for other distinctive attributes of an entity. Among such attributes, a logo gradually gained precedence over a period of time. A logo is a symbol, abbreviation, name or a visual illustration that is used by a company to make their brand identifiable to the public. Today logo has become a media through which the companies communicate the nature and distinctiveness of their products to the customers. All companies want their logo to be the registered trademark of their brand.
The primary reason behind such importance of a logo as a trademark is its visual appeal. Whenever we think of a commercial entity, we visualize their logo first. Visual representation, in most cases is perceived better than any other form of representation. So a logo with a distinct appeal that communicates the message well to the outer world is usually the preferred trademark for any brand.
A trademark plays a major role towards the success and popularity of a brand and thus it has the risk of being infringed upon. To avoid such infringements, business owners should get their trademark registered first. This will not only give them the right to use it exclusively for their product but also will discourage the competitors from copying it. However, not all trademarks are eligible for registration. The inherent feature of a trademark is its distinctiveness. So it’s a priority for a logo, a design, a smell or any other feature of an entity to be distinct in nature to be eligible of being a trademark.
To qualify as a trademark, the particular characteristic of a product/ service should either be:
-A never-before feature,-A common word used for products not related with the dictionary meaning of such a word. E.g.: the word "Orange" being used as a trademark for a UK based mobile phone company.-A suggestive mark that describes one or more attributes of a product or service.-A descriptive mark that describes a particular product or service and is in line with the dictionary meaning. However such marks should have a distinct character to be eligible of becoming a trademark.Apart from the above, a generic name, in most cases fails to qualify as a trademark for an entity. Thus, while the word “Orange” can be a registered trademark for a mobile phone
The origin of trademarks can be traced back to the ancient period when some craftsmen used to put their signature as a token of identity on their works. Over a period of time such signatures / marks made way for other distinctive attributes of an entity. Among such attributes, a logo gradually gained precedence over a period of time. A logo is a symbol, abbreviation, name or a visual illustration that is used by a company to make their brand identifiable to the public. Today logo has become a media through which the companies communicate the nature and distinctiveness of their products to the customers. All companies want their logo to be the registered trademark of their brand.
The primary reason behind such importance of a logo as a trademark is its visual appeal. Whenever we think of a commercial entity, we visualize their logo first. Visual representation, in most cases is perceived better than any other form of representation. So a logo with a distinct appeal that communicates the message well to the outer world is usually the preferred trademark for any brand.
A trademark plays a major role towards the success and popularity of a brand and thus it has the risk of being infringed upon. To avoid such infringements, business owners should get their trademark registered first. This will not only give them the right to use it exclusively for their product but also will discourage the competitors from copying it. However, not all trademarks are eligible for registration. The inherent feature of a trademark is its distinctiveness. So it’s a priority for a logo, a design, a smell or any other feature of an entity to be distinct in nature to be eligible of being a trademark.
To qualify as a trademark, the particular characteristic of a product/ service should either be:
-A never-before feature,-A common word used for products not related with the dictionary meaning of such a word. E.g.: the word "Orange" being used as a trademark for a UK based mobile phone company.-A suggestive mark that describes one or more attributes of a product or service.-A descriptive mark that describes a particular product or service and is in line with the dictionary meaning. However such marks should have a distinct character to be eligible of becoming a trademark.Apart from the above, a generic name, in most cases fails to qualify as a trademark for an entity. Thus, while the word “Orange” can be a registered trademark for a mobile phone
Minding Your Own Brand - How Low Can You Go?
While judging a freshman business plan competition at a local university, I noticed a pattern. Each of the student groups said they were developing a premium brand, but they would use a low-cost penetration pricing strategy. Even though they were often selling at a loss, they explained that by entering the market as the low price leader they would gain market share, people would fall in love with their product and they could raise their prices once they had built customer loyalty.
I could not think of any company that after entering the market with low-cost pricing, went on to be a dominate premium brand and could command an above market price. So, as a judge, I reminded them that “using this logic, they will develop a commodity level brand with very little loyalty and being a commodity is a hole few companies could ever hope to dig themselves out from.”
I know what you’re saying, “they are freshman and have a lot to learn about business.” Hopefully these students have learned from this and will think differently when it really counts. However, this flawed thinking is not reserved for the business school novice because most companies can't get it through their thick skulls that a low-cost pricing strategy doesn't work and does not build customer loyalty.
Big box store “low-price guarantees” are creating a marketplace full of people who are fixated on price. Customers are no longer loyal to most brands and will switch from their “favorite” brand for a few pennies. These customers are loyal to low-price, not a particular brand. Because loyalty cannot be based on price, I would much rather see a company say that they were 10% higher than their most expensive competitor and then prove that they are well worth the price. This is a better positioning strategy than to bow to the unprofitable pricing practices that the current marketplace demands.
The only companies who have escaped this madness are the ones that realized a low-cost pricing strategy will never lead to long-term brand success. Once they stopped worrying about how competitive their price is and started focusing on their brand experience, they have now avoided being a low-cost provider and have a better chance at gaining customer loyalty. By doing this, they are seen as a premium brand which attracts true passionate advocates and builds a lasting relationship with their customers.
Customers will not become advocates if you have lured them in with a low-cost pricing strategy. The only true way to build advocacy is to find a unique way to stand out from the crowd by providing extraordinary brand experiences. Unless you provide an extraordinary brand experience, customers will see you as a commodity and will lack brand passion. Advocacy only comes from people who create a true relationship with the brand and that loyalty is priceless.
I could not think of any company that after entering the market with low-cost pricing, went on to be a dominate premium brand and could command an above market price. So, as a judge, I reminded them that “using this logic, they will develop a commodity level brand with very little loyalty and being a commodity is a hole few companies could ever hope to dig themselves out from.”
I know what you’re saying, “they are freshman and have a lot to learn about business.” Hopefully these students have learned from this and will think differently when it really counts. However, this flawed thinking is not reserved for the business school novice because most companies can't get it through their thick skulls that a low-cost pricing strategy doesn't work and does not build customer loyalty.
Big box store “low-price guarantees” are creating a marketplace full of people who are fixated on price. Customers are no longer loyal to most brands and will switch from their “favorite” brand for a few pennies. These customers are loyal to low-price, not a particular brand. Because loyalty cannot be based on price, I would much rather see a company say that they were 10% higher than their most expensive competitor and then prove that they are well worth the price. This is a better positioning strategy than to bow to the unprofitable pricing practices that the current marketplace demands.
The only companies who have escaped this madness are the ones that realized a low-cost pricing strategy will never lead to long-term brand success. Once they stopped worrying about how competitive their price is and started focusing on their brand experience, they have now avoided being a low-cost provider and have a better chance at gaining customer loyalty. By doing this, they are seen as a premium brand which attracts true passionate advocates and builds a lasting relationship with their customers.
Customers will not become advocates if you have lured them in with a low-cost pricing strategy. The only true way to build advocacy is to find a unique way to stand out from the crowd by providing extraordinary brand experiences. Unless you provide an extraordinary brand experience, customers will see you as a commodity and will lack brand passion. Advocacy only comes from people who create a true relationship with the brand and that loyalty is priceless.
Branding with Promotional Products
Branding is the rather subtle art of getting your business name out in front of the buying public. Branding with promotional products is an excellent way to achieve this goal.
Promotional products are great marketing tools for nearly every business. The idea is to provide the buying public with something in addition to whatever it is they purchase from you. The items should have some perceived value and tie into the overall theme of your business. If you have any doubt at all about how this should work, just think about the infomercials you see on television. They always try to get you to buy the primary product by throwing in promotional items that make the overall deal seem to good to pass.
Most companies understand the basic idea behind promotional products. The problem, however, is that is where they stop. This is a mistake as promotional products can pay off in both immediate sales and longer term branding. To get the most out of promotional products, you need to do one thing.
A majority of promotional products are offered with customization. This simply means that you have the ability to modify the basic product a bit to reflect your business name and logo. If you are going to offer promotional products, you absolutely must take this step. Now comes the key element.
The promotional products you offer should be usable in public. It sounds simple, but think about it for a minute. To maximize the branding aspect, you want to make sure the product is used around other people, to wit, the buying public. Consider the following example.
Assume I am selling sporting goods for the outdoors. You know – backpacks, sleeping bags, camping equipment, first aid and so on. I can offer promotional products that both entice a person to buy from me, but also will be displayed by them to friends and family that are with them on trips. They essentially become my salesperson.
So, what kind of useable promotional products would I offer? They could include things such as bottles of insect repellent, multitask knives, fold-up chairs, camping journals and so on. The only restrictions are it has something to do with the outdoors and they would actually use it while in the outdoors.
Now, there is another step that can be taken for certain businesses with promotional items. If you can find something unique with an element of coolness to it, you can hit a home run. We are talking about a promotional item that other people stop, comment on and are surprised to learn is offered free by your company. What do you think they will do when the get home? They are going to be looking you up and buying!
Promotional products are great marketing tools for nearly every business. The idea is to provide the buying public with something in addition to whatever it is they purchase from you. The items should have some perceived value and tie into the overall theme of your business. If you have any doubt at all about how this should work, just think about the infomercials you see on television. They always try to get you to buy the primary product by throwing in promotional items that make the overall deal seem to good to pass.
Most companies understand the basic idea behind promotional products. The problem, however, is that is where they stop. This is a mistake as promotional products can pay off in both immediate sales and longer term branding. To get the most out of promotional products, you need to do one thing.
A majority of promotional products are offered with customization. This simply means that you have the ability to modify the basic product a bit to reflect your business name and logo. If you are going to offer promotional products, you absolutely must take this step. Now comes the key element.
The promotional products you offer should be usable in public. It sounds simple, but think about it for a minute. To maximize the branding aspect, you want to make sure the product is used around other people, to wit, the buying public. Consider the following example.
Assume I am selling sporting goods for the outdoors. You know – backpacks, sleeping bags, camping equipment, first aid and so on. I can offer promotional products that both entice a person to buy from me, but also will be displayed by them to friends and family that are with them on trips. They essentially become my salesperson.
So, what kind of useable promotional products would I offer? They could include things such as bottles of insect repellent, multitask knives, fold-up chairs, camping journals and so on. The only restrictions are it has something to do with the outdoors and they would actually use it while in the outdoors.
Now, there is another step that can be taken for certain businesses with promotional items. If you can find something unique with an element of coolness to it, you can hit a home run. We are talking about a promotional item that other people stop, comment on and are surprised to learn is offered free by your company. What do you think they will do when the get home? They are going to be looking you up and buying!
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